The Significance and Difficulties of 1. Consumer Research

Consumer research refers to the process in which enterprises collect and analyze consumers' needs, preferences, behaviors, attitudes, feelings and other information in various ways in order to provide basis and guidance for enterprise decision-making. The significance of consumer research is mainly reflected in the following aspects:

Consumer research can help companies understand the current situation and trends of the market, discover market opportunities and threats, and formulate reasonable market positioning and goals.

Consumer research can help companies understand consumer needs and pain points, optimize product functions and designs, and improve product quality and value.

Consumer research can help companies understand consumer preferences and behaviors and develop effective marketing strategies such as pricing, promotions, channels, and branding.

Consumer research can help companies understand consumer attitudes and feelings, improve consumer satisfaction and loyalty, and enhance consumer reputation and recommend.

However, consumer research is not easy, it faces many difficulties and challenges, mainly including the following aspects:

complexity of consumer behavior. Consumer behavior is affected by many factors, such as personal psychology, social culture, environmental changes and so on. These factors are often implicit, dynamic and changeable, which makes consumer behavior difficult to predict and explain.

Quality and quantification of data. Consumer research needs to collect a large amount of data, such as consumer characteristics, behavior, feedback, etc. The quality and quantification of these data are key factors affecting the effectiveness of consumer research. However, the quality of data is often restricted by the reliability of data sources, the accuracy of data collection, and the standardization of data processing. The quantification of data requires the use of appropriate statistical methods and tools to transform the data into meaningful indicators and information.

Selection and implementation of research methods. The methods of consumer research are divided into two main categories: qualitative research and quantitative research. Qualitative research mainly through in-depth interviews, focus groups, scenario simulation and other ways to obtain the consumer's deep-seated motivation, attitude, feelings and so on. Quantitative research mainly obtains quantitative data of consumers, such as consumer characteristics, behavior, satisfaction and so on, through questionnaires, experimental design, observation and so on. The choice and implementation of consumer research methods need to consider the purpose, object, scope, cost, time and other factors of the research.

Analysis and application of research results. The results of consumer research need to extract valuable insights and suggestions through effective analytical methods, such as description analysis, association analysis, causal analysis, cluster analysis, regression analysis, etc. The results of consumer research also need to provide guidance and help for enterprise decision-making and action through effective application methods, such as report presentation, decision support, action plan, etc.

Breakthrough Methods and Cases of 2. Consumer Research

In view of the difficulties of consumer research, Shangpu Consulting Company has summarized some effective breakthrough methods in many years of practice, and applied these methods in the process of providing consumer research services to customers, and achieved good results. Here are some specific methods and cases:

Apply the principles of behavioral economics. Behavioral economics is a science that studies human behavior and decision-making, which reveals some general laws and biases of human behavior, such as loss aversion, anchoring effect, frame effect, cognitive dissonance and so on. Applying the principles of behavioral economics can help companies better understand consumer behavior and decision-making to optimize product and marketing design. For example, Shangpu Consulting once provided consumer research services for an e-commerce platform and found that when consumers buy goods, they are often affected by the original price and discount of the goods, rather than the actual price of the goods, which is a typical anchoring effect. Based on this finding, Shangpu Consulting recommends that e-commerce platforms increase the original price and discount information when displaying commodity prices, so as to improve consumers' willingness to buy and satisfaction.

Adopt a mixed research model. The hybrid research model refers to the use of both qualitative and quantitative research methods in consumer research to achieve complementarity and efficiency. The use of a hybrid research model can help companies in consumer research, not only to obtain deep insights from consumers, but also to obtain a wide range of consumer data, thereby improving the quality and efficiency of consumer research. For example, Shangpu Consulting once provided consumer research services for a car manufacturer and found that when consumers buy a car, they not only pay attention to the performance and price of the car, but also the appearance and interior of the car. This is a typical emotional purchase. Based on this discovery, Shangpu Consulting recommends that automakers consider not only the function and cost of the car, but also the aesthetics and personality of the car when designing a car, thereby increasing consumers' willingness to buy and satisfaction. When providing consumer research services for automobile manufacturers, Shangpu Consulting adopts a hybrid research model, that is, through in-depth interviews and focus groups, to obtain qualitative information such as consumers' motives, attitudes, and feelings, and then through questionnaire surveys And experimental design methods to obtain quantitative data such as consumer characteristics, behavior, and satisfaction, so as to obtain more comprehensive and accurate consumer insights.

Leverage big data and artificial intelligence technologies. Big data and artificial intelligence technology refers to the collection and analysis of massive amounts of data, the use of machine learning, deep learning, natural language processing and other technologies to achieve data mining, prediction, recommend and other functions of the technology. The use of big data and artificial intelligence technology can help companies improve the quality and quantification of data in consumer research, optimize the selection and implementation of research methods, and enhance the analysis and application of research results. For example, Shangpu Consulting once provided consumer research services for a restaurant chain brand, and found that when consumers choose a restaurant, they are often affected by factors such as the location, taste, price, environment, and service of the restaurant, and the weight of these factors And preferences vary in different consumers and scenarios. Based on this discovery, Shangpu Consulting recommends that when opening new stores, restaurant chain brands use big data and artificial intelligence technology to analyze consumer behavior and feedback data, predict consumer needs and preferences, and recommend the most suitable restaurant location, Taste, price, environment, service, etc., thereby improving consumers' willingness to choose and satisfaction.

Build consumer portraits and journey maps. Consumer portrait refers to the method of dividing consumers into different subdivided groups according to their characteristics, behavior, needs, preferences and other information, and giving each subdivided group a specific image and name. The consumer journey map refers to the different stages and contacts that consumers go through in the process of purchasing and using products or services, as well as the behavior, feelings, pain points, opportunities and other information at each stage and contact, the method of drawing out the changes in consumer experience and perception. Building consumer portraits and journey maps can help companies present consumer information more intuitively and vividly in consumer research, understand consumer needs and pain points more deeply and carefully, and provide consumers with more effective and targeted Solutions and value propositions. For example, Shangpu Consulting once provided consumer research services for a travel platform and found that consumers have different types and needs when choosing and booking travel products, such as exploratory, enjoyable, economical, and safe. Based on this discovery, Shangpu Consulting Company suggested that the travel platform should build consumer portraits. For example, Xiao Ming is an exploratory consumer who likes to try fresh and exciting travel experiences and does not care about price and comfort, while Xiao Hong is an enjoyable consumer who likes to enjoy high quality and comfortable travel experiences and does not care about time and cost. Shangpu Consulting also recommends that travel platforms build consumer journey maps. For example, Xiaoming will go through the following stages and contacts in the process of selecting and booking travel products: discovering needs (learning about new tourism destinations and products through social media, friends recommend, etc.), searching for information (obtaining more tourism information and evaluation through search engines, tourism platforms, tourism communities, etc.), comparing choices (by comparing different tourism platforms, products, prices, services, etc, choose the travel product that best meets your needs and preferences), book payment (complete the booking and payment of travel products through the website or APP of the travel platform), experience feedback (share your travel experience and evaluation through the website or APP of the travel platform), etc. At each stage and contact point, Xiao Ming's behavior, feelings, pain points, opportunities, etc. will also be different. For example, at the stage and contact point of searching information, Xiao Ming's behavior is to browse the information and evaluation of multiple tourism platforms and products, Xiao Ming's feeling is curiosity and excitement, Xiao Ming's pain point is too much and messy information, Xiao Ming's opportunity is to provide more accurate and personalized tourism recommend, etc. By constructing consumer portraits and journey maps, Shangpu Consulting helps the travel platform to understand the types and needs of consumers more clearly and comprehensively, so as to provide consumers with more suitable and satisfactory travel products and services.

3. epilogue

Consumer research is an important means for enterprises to understand market demand, optimize product design, formulate marketing strategies and improve customer satisfaction, but it also faces many difficulties and challenges. Based on the many years of practical experience of Shangpu Consulting, this paper summarizes some common difficulties in consumer research, and puts forward the corresponding breakthrough methods, including the use of behavioral economics principles, the use of hybrid research model, the use of big data and artificial intelligence technology, the construction of consumer portraits and journey maps. The purpose of this paper is to provide some reference and enlightenment for enterprises to carry out consumer research more effectively, so as to enhance the competitiveness and profitability of enterprises.